UK travel company On the Beach has secured year-long sponsorship of Magic Radio's Breakfast Show with presenters Ronan Keating and Harriet Scott. The campaign aims to highlight the perks of booking through On the Beach, from ease and convenience to fast-track and airport lounge facilities.

Booked by media planning and buying agency Goodstuff, the campaign marks a radio sponsorship first for On the Beach, coming after new analysis from Bauer claimed that adding radio to the marketing mix impacted both brand and business metrics: campaigns that use radio uplift brand quality measures by 92% and increase sales by 29% more than campaigns that don’t use it. Plus, says the company, with more UK listeners tuning into commercial radio than ever before (37.2m according to latest RAJAR figures), the campaign will help On the Beach reach mass audiences across the country.

Started on Monday, 18th July, and running till the 16th July next year, in addition to ongoing sponsorship of the Monday-Friday show, the campaign will peak at key holiday booking points of the year, such as in July, November, the start of the New Year and May. During these times, the show will give lucky listeners the chance to win a holiday every Monday, as this has been identified as the highest booking day of the week.

January's burst will be extra special as Ronan and Harriet will be broadcasting one of their shows live from an airport, seeing listeners win holidays live and immediately sending them off to their holiday destination.